Of course, a one time drop isn't a big deal if it's isolated. But is it isolated? If Nike keeps this up, more will come. Or, if this is a one time stunt (and they back off because they realize the mistake they made), then it won't matter.
Not saying I agree with these folks, but quite a bit of people are already planning to not buy Nike. They are losing uspport, not gaining it. I bet you could name some people you know as well. And being in the Northeast, in the machine that is Albany, that's surprising. Imagine what it's like in the south.
The fact that an ad campaign can cause a stock to drop 3% in one day.. kinda speaks of how people feel, how MANY people feel, about this whole thing.